Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Concentrates in Malaysia

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Executive Summary

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PROSPECTS

Concentrates remain a household staple despite declining consumption

Concentrates have long been a household staple for Malaysian families, especially those with children, though in 2018, the category continued to see a decline in volume sales, driven by consumers’ cautious spending on grocery items, as well as rising health consciousness. This has led to a shift to beverages with a natural proposition and less sugar content.

In 2018, powder concentrates in Malaysia saw a recovery encouraged by the convenience they can offer, and the increased popularity of tea drinking. Many consumers make afternoon refreshments from instant iced tea mix, which is convenient to prepare and serve as a cheaper alternative to chilled RTD tea.

Healthier products will drive sales over the forecast period

It is expected that concentrates will see faster growth over the forecast period, owing to the growing population in Malaysia, which will drive up category sales volume. Moreover, influenced by the rise in healthy lifestyles, the concentrates category is anticipated to see more healthy offerings, such as products featuring fortification or natural ingredients.

COMPETITIVE LANDSCAPE

Barkath Co-Ro Mfg Sdn Bhd continues to lead liquid concentrates

In 2018, Barkath Co-Ro Mfg Sdn Bhd remained the largest player in the liquid concentrates category, thanks to its widely recognised brand name and an extensive distribution network. Not only does Barkath Co-Ro Mfg have a wide product range to appeal to varying tastes, the player frequently conducts prize redemption programmes and roadshows to engage consumers’ interest.

Local players dominate power concentrate categories

Powder concentrates is consolidated among a few local players, led by Boh Plantations Sdn Bhd, which holds a significant market value share. The local player benefits from its long-standing brand reputation, coupled with its ability to appeal to local consumer tastes, enabling it to grow its brand to be the most popular instant iced tea mix in Malaysia.

Dominance of domestic companies will continue

Over the forecast period, local players are expected to continue to dominate in powder concentrates, which currently has very limited variety and product offerings. Furthermore, with the rising popularity of RTD beverages, which offer greater convenience for on-the-go consumption, powder concentrates is set to face fierce competition from RTD tea.

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